Research on the Branding Path of the Geographical Indication Product "Zhushan Turquoise" in Hubei Province

Industry of turquoise is the characteristic industry of Zhushan County, Shiyan City, Hubei Province, and "Zhushan Turquoise" has been granted the national geographic indication product protection. Based on related theories on the characteristics of geographical indication product, quasi-public goods and brand animism, this paper puts forward two brand-building paths of the geographical indication product "Zhushan Turquoise". By combining the characteristics of the product and the status quo of its brand-building, the two proposed paths are: (1) Creat a regional public brand for the geographical indication product "Zhushan Turquoise" depending on its regional characteristics, and further build parent-subsidiary brand to fully exert brand value after the brand gains a certain popularity. (2) Create personalized brand for "Zhushan Turquoise" depending on the uniqueness of the product through two aspects: Firstly, with the "Zhushan Turquoise" regional public brand as the endorsement to promote the building of the personalized brand, thus the differentiation characteristics of "Zhushan Turquoise" are appeared and the differentiated demands of the consumers are satisfied; Secondly, shape the brand with certain personality based on the uniqueness of the personalized brand of "Zhushan Turquoise", thus consumer emotional resonance and identity can be stimulated, which will promote brand preference and loyalty.